BMW this month will open in South Korea its first facility in the world that combines a brand experience center with multiple test tracks. The 77 billion won (55 million euro) complex is a 10-minute drive from Incheon airport and 54km west of Seoul.
The center is designed to offer customers something they can't get when battling through city traffic: the chance to experience BMW’s so-called "sheer driving pleasure" on a 2.6km-long acceleration and braking track and on a winding handling circuit. SUV owners also have the option of a 30-minute drive on an off-road course that is designed to test the capabilities of BMW’s xDrive all-wheel-drive system.
The purpose of the complex is to further strengthen BMW's image in a market where it is the dominant premium brand leader. "We see more potential here and wish to grow even further," BMW brand sales and marketing boss Ian Robertson said at the opening. He said the multipurpose Korean complex is part of BMW’s future retail strategy.